In a study conducted by psychologist Dr. Lorenzo Stafford, who did this instead of something boring and depressing, 80 regular imbibers between the ages of 18 and 28 were asked to rate a selection of drinks on levels of bitterness and sweetness, all while Stafford played varying levels of aural distraction in the background, ranging from total silence to “loud club-type music playing at the same time as reading a news report.” When participants were listening to just loud music (as opposed to the even more distracting mash-up of music plus the news) the subjects reported that their drinks suddenly tasted much, much sweeter, which made them want to put away even more of them. Yes, and in return, the booze makes "loud club-type music" much more tolerable, creating a vicious circle that explains the popularity of Pitbull. Anyway, Stafford then urged everyone to consider how hanging out in a club with loud, blaring music could thus influence over-consumption and “act accordingly.” In other words, turn it up and chug, dudes! Science! [The Press Association via NME]